Screening the Digital Landscape: Generation Z Insights into Employee Perceptions of Social Media Use in the Workplace

Purpose: In the era of digital transformation, companies are increasingly utilizing social networks to enhance business dynamics. This study investigates Generation Z employee perceptions regarding the integration of social media platforms in the workplace. Design/Method/Approach: A quantitative approach done by the administration of a comprehensive online questionnaire, involving 152 professionals. Findings: Findings reveal that Generation Z employees consider engaging with the public as the most significant advantage of social networks, followed by the potential for swift and effective consumer communication, while broad access to information holds relatively less importance. Negative aspects cited include heightened competition in certain sectors, increased dependence on the Internet, and an excess of advertising. Respondents also identify key company objectives tied to social media adoption, emphasizing the importance of publicizing the company and brand, expanding customer bases, fostering business growth, and enhancing labour relations. Theoretical Implications: Negative aspects cited include heightened competition in certain sectors, increased dependence on the Internet, and an excess of advertising. Practical Implications: Respondents also identify key company objectives tied to social media adoption, emphasizing the importance of publicizing the company and brand, expanding customer bases, fostering business growth, and enhancing labour relations. Originality/Value: New approach to Generation Z Insights into Employee Perceptions of Social Media Use in the Workplace. Research Limitations/Future Research: A bigger sample would be Portugal's representative what is indeed important. Paper Type: Empirical JEL Classification: F61, F66, M14